Consumer Behaviour by

graziellapalumbo_31 — 2020-02-18 10:47:45 UTC

Women are 36% more likely to be influenced by social media advertising
Women are 76% more likely to use click and collect services - Latest Thinking Blog. 2017. 29 Customer Segments Your Marketing Needs To Be Ready For. [online] Available at: [Accessed 19 March 2020].
F02 Francesca: With a high disposable income, urban dweller Francesca indulges her love of fashion with a high spend on shoes, clothes and personal care. She’s drawn to luxury and doesn’t mind paying more for quality. Aged 26 to 35. Taken from Experian customer profiling.
Generation Y (Millennials) Shopping Habits
68 percent of Millennials demand the convenience of omnichannel accessibility during their shopping journey, which means having an integrated experience that can effortlessly transition their consumer data from their smartphone, to laptop, to local store, and back again. https://salesfloor.net/blog/generations-shopping-habits/

graziellapalumbo_31 — 2020-02-18 10:48:16 UTC

generations definition: Lexico Dictionaries | English. 2020. Generation Y | Meaning Of Generation Y By Lexico. [online] Available at: [Accessed 12 March 2020].
Latest Thinking Blog. 2017. 29 Customer Segments Your Marketing Needs To Be Ready For. [online] Available at: [Accessed 19 March 2020].
People Powered E-Commerce | Salesfloor. 2020. How Each Generation Shops In 2020 - Salesfloor. [online] Available at: [Accessed 25 March 2020].
Chain Store Age. 2019. Survey: Consumers Prefer The Same Online Retailers Across Generations. [online] Available at: [Accessed 25 March 2020].

graziellapalumbo_31 — 2020-02-18 10:49:28 UTC

By generation, millennials make the most average monthly online purchases (5.3), followed by Gen X (4.9) and Baby Boomers (3.7). Chain Store Age. 2019. Survey: Consumers Prefer The Same Online Retailers Across Generations. [online] Available at: [Accessed 25 March 2020].

graziellapalumbo_31 — 2020-03-12 14:55:26 UTC

the generation born in the 1980s and 1990s, comprising primarily the children of the baby boomers and typically perceived as increasingly familiar with digital and electronic technology. Lexico Dictionaries | English. 2020. Generation Y | Meaning Of Generation Y By Lexico. [online] Available at: [Accessed 12 March 2020].
They are currently between 25-39 years old.

graziellapalumbo_31 — 2020-03-25 12:26:27 UTC

With their spending power estimated to surpass $3.39 trillion this year, millennials remain one of the most important demographics for brands.

this report lists the top brands for Gen Y/millennials

graziellapalumbo_31 — 2020-03-25 13:11:55 UTC

graziellapalumbo_31 — 2020-03-26 09:49:27 UTC

& Other Stories

graziellapalumbo_31 — 2020-03-26 11:19:45 UTC

Founded in 2010 by a small group of creatives, & Other Stories grew from the wish to give women the freedom of expression through one brand. https://www.stories.com/en_gbp/about/about-us.html

graziellapalumbo_31 — 2020-03-26 11:20:41 UTC

& Other Stories is a brand under the H&M Group.

graziellapalumbo_31 — 2020-03-26 11:21:05 UTC

The brand is a one-stop styling destination filled with collections from three design ateliers in Paris, Stockholm and Los Angeles.

graziellapalumbo_31 — 2020-04-02 13:08:17 UTC

Connectivity - Benefits and Rewards

graziellapalumbo_31 — 2020-04-02 13:10:23 UTC

Millennials were not born into a connected world but quickly grew comfortable with technology and social media. Striving for efficiency, this group adopted new tools that made banking, transportation, dating, shopping, and eating easier. Unlike younger groups, Millennials had to adjust to a new world of constant connectivity and now 90% of those aged 18-29 in the US use social media.
Similar to younger generations, social media has become a double-edged sword for Millennials. They've reaped the rewards that connectivity offers (think community-building and friendship), but have struggled with managing their digital wellness. While 72% of Millennials would spend a week without their phone rather than without their pet, they were willing to give up other luxuries such as coffee, with 77% willing to forfeit the beverage for a week in exchange for a week with their device.

Connectivity - Risks and Dangers

graziellapalumbo_31 — 2020-04-02 13:11:42 UTC

Social media, a tool intended for connection, has also become a catalyst for loneliness. Loneliness increases with social media usage, with 73% of 'heavy users' feeling lonely compared to 52% of 'light users'. Overall, loneliness is on the rise in the US with 61% feeling lonely, up seven points since 2018. The spike is attributed to too few social connections, poor mental and physical health and a lack of balance.
Constant connectivity has also contributed to Millennial anxiety, as workers never fully turn off.
In the workplace, Millennials strive to set themselves apart from others by adhering to the #NeverNotWorking mentally and replying to email and messaging services at all hours. And while tools like Slack and Gmail allow them to be online in traditional 'off-hours,' Millennial workers are turning to social to prove just how hard they're working. Online bragging rights extend beyond holiday selfies. Today, Millennials document time spent in the office to signify how dedicated they are.

Finances

graziellapalumbo_31 — 2020-04-02 13:13:55 UTC

Economic Optimism

Millennials are conscientious of saving,with 45% of US Millennials possessing a retirement account, and 36% contributing to it – 3% more than Gen Xers. Despite the fear looming, and their late start to
financial independence, Millennials are more positive about their future financial success, with 78% feeling optimistic their status will improve over the next five years.

Economic Fear

After university, Millennials entered a volatile job market with crippling student debt – an average of US$29,800 in 2018. Their economic prospects have not improved with age. While Gen X saw a 30% income spike between ages 30 and 34, Millennials saw their income drop 4% at the same life stage. According to Deloitte, the average net worth for those under 35 has tanked 35% since 1996, due to a rise in costs such as student debts, which has soared 160% since 2004.
As a result, Millennials have taken longer to reach adult economic milestones such as buying a home, earning them catchy titles like "Generation Rent". Some Millennials remain anxious about past financial hurdles as well as future developments.

Wellbeing

graziellapalumbo_31 — 2020-04-02 13:16:29 UTC

Self-care as Status

Staying in is the new going out for modern Millennial homebodies. Coping with the pressures of everyday life, Millennials are opting out of drinking and partying, in favour of self- care rituals at home.

Key Action Points from WGSN article

graziellapalumbo_31 — 2020-04-02 13:17:32 UTC

Convenience is still king.Embed layers of ease in your products and services like Hulu did with its new ad offering that connects binge watchers with brands.
As we brace for. the Settlers to emerge in 2022, brands should look to celebrate niksen internally to engineer long-term success and productivity in their business.
With a possible recession on the horizon, Millennials are facing familiar uncertainty. Become an ally and encourage consumers to form healthy financial habits. Offer courses that empower them to learn and incentivise them for their time spent, offering a discount or reward so they reinvest in the brand.
Millennials may have catapulted wellness into a booming industry, but don't overlook the fact that many people are still highly unhealthy. Messages promoting wellness initiatives must be scrutinised before release, as they can have huge psychological implications. Stay abreast of Millennial health as this may impact workplace productivity.

Freedom

graziellapalumbo_31 — 2020-04-02 13:32:02 UTC

Millennials are risking it all with little reward, making less than their Boomer parents. Despite this, global workplace dynamics are shifting and Millennials are opening up to flexible working, location independence and side hustles that offer a favourable lifestyle and financial security.

graziellapalumbo_31 — 2020-04-02 13:32:58 UTC

Equality

graziellapalumbo_31 — 2020-04-02 13:34:08 UTC

Faced with a global gender pay gap that's expected to take another 202 years to close, women are at a disadvantage. It goes beyond salaries, with women falling behind in terms of investment due to education and confidence gap. VC funding also favours male-run businesses.

graziellapalumbo_31 — 2020-04-02 14:19:03 UTC

Millennials stand out for their technology use, but older generations also embrace digital life

graziellapalumbo_31 — 2020-04-02 15:03:02 UTC

Today, 55% of Gen Xers, 53% of Millennials and 52% of Boomers say they own tablets.
More than nine-in-ten Millennials (93% of those who turn ages 23 to 38 this year) own smartphones, compared with 90% of Gen Xers
Millennials (86%) say they use social media, compared with smaller shares among older generations.
Almost all Millennials (nearly 100%) now say they use the internet, and 19% of them are smartphone-only internet users

Sprout Social Research

graziellapalumbo_31 — 2020-04-02 15:24:03 UTC

Millennials are twice as likely as other generations to turn to social (instead of phone or email) to communicate with a brand.
60% of millennials and 51% of baby boomers will likely purchase from a brand they follow on social media.
21% of millennials unfollow brands because of having a bad experience; 22% unfollow because they found a brand’s social marketing to be annoying.
38% of millennials follow brands on social media for entertainment value.
Millennials are 6% more likely than other generations to purchase from a brand that they’ve had a positive exchange with on social media.

graziellapalumbo_31 — 2020-04-02 15:27:19 UTC

68% of millennials demand the convenience of omnichannel accessibility during their shopping journey. (Accenture)
68% of millennials demand an integrated, seamless shopping experience regardless of the channel. (Accenture)
90% of millennials research product reviews online before making a purchase. (Synchrony)

graziellapalumbo_31 — 2020-04-08 11:35:39 UTC

How brands are reacting with the pandemic and towards their customers

graziellapalumbo_31 — 2020-04-08 11:36:21 UTC

& Other Stories - Advertising Aims

graziellapalumbo_31 — 2020-04-08 12:17:36 UTC

Ensuring a coherent advertising campaign with similar visuals throughout
placing advertising on appropriate digital and printed media
creating repeat advertisement for both prior and post launch

Mobile Advertising

graziellapalumbo_31 — 2020-04-08 12:22:59 UTC

Mobile advertising has seen a surge over the past few years with sponsored advertisement appearing over multiple social platforms. Being a fairly new concept, it has seen to be used by more brands. they are engaging with this type of marketing tool and with the decrease and ease of technology, this trend has been increasingly popular.

A huge advantage of this type of advertising and a lot of other forms of social media post advertising is that it is very subtle for the consumer; integrating into the consumers normal timeline, the adverts are scrolled passed the same way they do with the pages they follow.

This is great for the targetted Generation Y - they aren't drawn in by marketing efforts that are forced, subtle adverts are more likely to catch the consumers attention and something they can decide to engage with on their terms, and with much ease.

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